Paper Title
Perception of Alcoholic Beverages Image and The Types of Alcohol Consumption of Thai Undergraduate Students

Abstract
This research aimed to study the influence of the demographic characteristics as well as the perception of
alcoholic beverages image on the types of alcohol consumption of Thai undergraduate students in Bangkok Metropolitan.
The study used the quantitative research. Three hundred ninety out of 403 online questionnaires were completed and usable
for the data analysis. Statistics used were the descriptive statistics; percentage, mean, standard deviation, and the referential
statistics: binary logistic regression. The results showed that gender had the statistically significant influence on beer,
whiskey and cocktail at the level of 0.05. The year of study had the statistically significant influence on the arrack and
cocktail at the level of 0.05. The perception of the alcoholic beverages marketing’s image on product had statistically
significant influence on the consumption of wine/ spy wine cooler at the level of 0.05. The perception of the alcoholic
beverages marketing’s image on promotion had statistically significant influence on the consumption of arrack at the level of
0.05. The perception of the overall alcoholic beverages marketing’s image had no statistically significant influence on beer,
red spirit, brandy, whiskey, cocktail and ready-to-drink alcohol at the level of 0.05.
Index Terms: Perception, Alcoholic beverages image, Types of alcohol consumption, Thai undergraduate students